Azrieli Group to Launch Fashion Museum in Bid to Revitalize Sarona Complex
Translated & summarized from Calcalist by baba
The Azrieli Group will open a fashion museum in its underperforming Sarona Tower complex in Tel Aviv in early 2027, investing 8-10 million shekels. The museum, a collaboration with fashion curator Dr. Yaara Kidron, aims to attract over 250,000 visitors annually. This initiative is Azrieli's latest effort to revitalize the complex, which has struggled with low occupancy and foot traffic since its opening four years ago.
The story in 6 lines · by baba
- Azrieli Group will open a fashion museum in its Sarona Tower complex in Tel Aviv in early 2027.
- The museum is a 8-10 million shekel investment aimed at revitalizing the struggling commercial complex.
- Fashion curator Dr. Yaara Kidron is collaborating with Azrieli Group on the museum project.
- The complex has suffered from low occupancy and foot traffic since its opening four years ago.
- Azrieli hopes the museum will attract over 250,000 visitors annually.
- Harel Wiesel previously attempted to boost the complex with a Nike flagship store.
The Azrieli Group is set to open a new fashion museum in its Sarona Tower complex in Tel Aviv, in collaboration with renowned fashion curator Dr. Yaara Kidron. The museum, an investment of 8 to 10 million shekels, is slated for a January 2027 opening and represents a final attempt by Azrieli to inject life into the struggling commercial space, which has failed to attract consistent foot traffic since its launch four years ago. The complex has seen fluctuating occupancy rates as low as 50%, with numerous stores opening and closing, including a recently shuttered Terminal X branch. Azrieli has stated the complex was intended to serve the employees of the high-tech companies in the tower rather than compete with the nearby Azrieli Mall, though it has previously housed stores also found in the mall and the adjacent TLV mall.
Businessman Harel Wiesel previously attempted to boost the complex's appeal by opening a large Nike flagship store and a Terminal X outlet, reportedly as a favor to Dana Azrieli. While the Nike store initially drew crowds, particularly for special launches, the Terminal X store closed last year, and the complex continues to suffer from low visitor numbers.
Now, Azrieli Group is hoping to attract a different demographic with the unconventional fashion museum. Dr. Kidron, a fashion historian with a significant following, is known for her popular lectures that quickly sell out. The museum will span three floors, covering 1,150 square meters, and Azrieli anticipates attracting over 250,000 visitors annually. The plans also include an auditorium for lectures and events, a museum shop, and a future chef-led restaurant.
Dr. Kidron has curated 12 exhibitions globally over the past decade, including four at the Design Museum Holon that collectively drew over half a million visitors. She holds degrees from Shenkar College of Engineering and Design, NYU, and the Hebrew University of Jerusalem.
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